Do salient e-servicescape attributes predict online brand image?

Abstract

This study intends to identify and measure salient e-servicescape attributes of shopping websites based on the preferences of buyers, and examine if these attributes predict the formation of online brand image (OBI). This is because prior studies have not explored the contributions of websites to OBI at the attribute level. A two-level study was conducted; the first level involved the identification and filtering of possible website attributes using a qualitative approach; and the second level study involved quantitative surveys, where respondents were intercepted in shopping malls to measure the contributions of these attributes to OBI via AMOS Software. The study identified five distinct salient e-servicescape attributes - quality photograph, navigation bar, company logo, price information, and the confirmation mail - which predict OBI. Besides contributing to enrich the knowledge and methodology, the study provides practical insights to sellers that manifest the responses of buyers on the OBI.